A Study on the Relationship amid Local Tourism Marketing,Community Consciousness and A Sense of Happiness in Zuoying District

• Main Authors: Chun-Shu Tsai, 蔡俊書
• Other Authors: Luke H. C. Hsiao
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8zmhmc

碩士 === 義守大學 === 公共政策與管理學系 === 106 === Since the two-day weekend enforcement in Taiwan, in response to changes in the overall consumer environment and the needs of our people for leisure travel, the local government has begun to incorporate local cultures in local activities with strong local characteristics to promote tourism. Hopefully, in doing so, we can bring in more tourists and spice up the tourist attractions with life and vitality. As a result, the most important purpose of holding local cultural activities is to engage the communities, so that local residents can truly understand the meanings and value of local culture. The residents can identify the culture and the tourists can also recognize and appreciate the various cultural connotations. In addition to good planning and clear themes, a successful tourism activity should focus on how to create the uniqueness of the local community through organizing activities. It is also important to improve the sense of honor, community cohesion, and good interaction, so that the local residents can associate themselves with their community, gradually form the community consciousness, and participate in the community affairs more actively to boost their sense of happiness. However, it is regrettable that the current activities not only tend to drift into conventional pattern, but the various kinds of disturbing behaviors and the messy environment force us to rethink the necessity of holding the activities. Accordingly, this study enrolled the residents in Zuoying District as the sample population to explore the relationship between the local tourism marketing of Zuoying District, the community consciousness, and sense of happiness. From March 1 to March 15, 600 questionnaires were released and 534 valid copies were retrieved in line with return rate of 89%. The results of the study are as follows: 1.local tourism marketing owns predictive ability over community consciousness. 2.community consciousness has predictive ability over a sense of happiness. 3.local tourism marketing has predictive ability over a sense of happiness. Furthermore, we make following suggestions: 1.Place more emphasis on the event contents in relation with local tourism marketing. 2.Strengthen community organization to lift the image. 3.Infuse more local elements and increase localized identity.